project aim:
AREAS OF WORK:
To develop a brand within the accessible luxury sphere with a focus on sustainable production practices and the engagement of young generations of consumers. Through the creation of this brand, the goal would be to utilize the influence and appeal that luxury brands hold within the fashion industry as a platform to promote sustainability as a standard of luxury.
Framing the concept in this light has the potential to influence consumer mindsets and in turn, create a demand and expectation for sustainability in the rest of the industry. Through the creation of this brand, it is important to address young consumers, especially within the demographic of women under the age of 35 as they are the most prone to the effects of the fast fashion cycle despite expressing the most concern regarding issues of sustainability and ethics in fashion.
- BRAND STRATEGY
- VISUAL IDENTITY DESIGN
- PRODUCT DEVELOPMENT
- SITE DESIGN
- CONTENT CREATION
additional outcomes:
response:
client:
For my design outcome I’ve developed a sub-brand for Will Bees Bespoke, the luxury accessories business that I have been in collaboration with throughout the duration of this project. Brit Bees is characterised by its edgy, unique, and creative nature which is paired with the values of quality, heritage and local craftsmanship, aspects that are very defining of the original brand.
The product designs and brand imagery aim to combine the image of British heritage with a youthful, rebellious, yet feminine twist. Brit Bees communicates to its customers in a manner that is playful and witty, and almost creates a personal relationship by bringing to life “Brit” as a character and a representation of the main target audience. Brit Bees handbags are made of recycled materials, fabric scraps or secondhand clothing and accessories.
The brand aims to create transparency around its product practices and communicate its mission surrounding sustainability in an honest yet subtle manner in order to avoid preachiness. Each Brit Bees handbag represents a different side of who “Brit” is and is uniquely designed using one-of-a-kind materials meaning no two bags are the same.
The creation of the brand was deemed successful by the original brand owner/founder and has been approved to possibly be commercially launched in the near future.
